Protected&Proud – the brand has been co-designed with and for wāhine. Protected&Proud was nominated and chosen by wāhine for demonstrating a positive, strength-based approach.

The heart logo is formed using a uterus shape composed of koru design to reflect femininity, care and nurturing open-wide arms. The koru’s also represent personal growth, positive change and harmony.

Me aro koe ki te hā o Hineahuone, has been gifted by Regional Maori Health Services. In Te Ao Māori, Hineahuone is the female created by Tanemahuta and his siblings and whānau also gifted her with parts of their essence to create her as a living being her and Tanemahuta than pro-created Hinetitama. In terms of fertility from a Māori perspective Hineahuone is wellness for Māori wāhine. This whakatauki is about the gift of life that Hineahuone began and pro-choice.